Zalando goes “Bold” for its second edition of Bread & Butter

Zalando has adopted the theme of “Bold” for its second edition of the now consumer-facing fashion event Bread & Butter in Berlin.

The “trend” show, formerly a B2B event, will take place from 1-3 September at Arena Berlin with names such as adidas, Alpha Industries, Converse, Lee, Reebok, and VANS signed up to take park. It aims to celebrate the start of the new fashion season and provide insight into trends in fashion, music and lifestyle.

“Last year we successfully started a whole new chapter in the history of Zalando and Bread & Butter. We connected more than 20,000 people at the event with the fashion and music they love and amplified the content through digital channels beyond Berlin into 15 countries,” said Zalando VP Brand Marketing Carsten Hendrich.

“With our new motto BOLD, we want to take it to the next level: Our aim is to celebrate the various facets that the fashion world has to offer and use technology and live communication channels to establish this platform across all fashionistas in Europe,” Hendrich added.

More information, such as ticket prices and further brand partners, will be released in the coming months. All current information about the event can be found on its website.

The German-based global fashion etailer acquired Bread & Butter in June last year after the show, in its previous guise as a twice-yearly trade event, had fallen into administration. Zalando reconceived it as an annual consumer-oriented trend event.

Lauretta Roberts is managing director and Editor-in-Chief of The Industry, having acquired the business along with business partner Antony Hawman in July 2015. She is also the former director of brand & propositions of trend forecaster WGSN and a former editor of Drapers magazine.

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